News, cricket and sports scores, market and stock alerts, Bollywood news, astrology and other updates start at just Rs. 5 per month – these are unmatched prices today.

And that’s not all: MyToday features dozens of other SMS channels you won’t find anywhere else – industry sector-wise alerts, leadership lessons, daily muhurta alerts, world affairs, politics, how to live green, among many others. All of these are via our best-in-class content partners: Rajshri Media, MyIris, The Economist, Knowledge@Wharton, AstroCAMP. We will introduce more over the next few weeks.

In short, this dizzying variety means that customers will find something fresh, something useful in their SMS inboxes daily for their know-now, know-more moments. MyToday, we believe, will provide Har Pal… Kuch Zaroori!

… the top of the pyramid – which is about 100 million people, 25% of the base – want new services but are not able to get [them] …

… an SMS store could fill what I call life’s free moments. You can create lots of services. Can we create a series of, say, 30 packs of SMS’s, where you can educate people on innovation? You send them an SMS at a fixed time every day and it comes with a link so you get a key idea, which you can read in 15 seconds. And then there’s a link where you can explore for maybe three of four paragraphs, 45 seconds to a minute.

That need, we believe, has been met today by MyToday – at launch, it is already India’s #1 SMS SuperStore!